Although extensive work in various domains pointed out the bidimensionality of the concept of satisfaction , it is still commonly measured with semantic differential scales, associated with an implicit assumption of unidimensionality. The objective of this research is to fill this gap between theoretical findings and methodological practices by importing a tool from psychological researches: the Evaluative Space Grid (Larsen et al., 2009). This grid provides a single item measure of positivity and negativity through a 25 cells grid. In an empirical study, we compare the construct and predictive validity of this tool to the traditional semantic differential scales. Results show that satisfaction measured with Evaluative Space Grid offer a better predictive validity of behavioral intentions, capturing separately indifferent and mixed evaluations.
How to measure mixed satisfaction towards services? Proposition of a bidimensional tool